Energy drink newcomer A SHOC is following a familiar script, going big in action sports marketing by signing a multi-year, eight-figure deal with Thrill One Sports and Entertainment. This year A SHOC will be present at over 80 skateboarding, rallycross, BMX and other events under the Thrill One tent, which includes Nitro Circus and Street League Skateboarding. The drink brand will also appear in Thrill One digital and linear content.
“A SHOC shares our vision of advancing action sports from the grassroots to the professional ranks and is committed to investing in our athletes, events and content through this historic partnership,” said the CEO. of Thrill One, Joe Carr, in a press release.
The Raine Group and Causeway Media Partners came together to create Thrill One in 2020, combining Nitro Circus and SLS before creating Nitro Rallycross (or NRX). At the time, management pointed out that running multiple action sports properties would make the whole thing more attractive to brands.
Based in Newport Beach, CA, A SHOC hit the US market in 2020, touting an energy product with natural ingredients. Its distribution is managed by Keurig Dr Pepper. The brand has already entered the sport thanks to agreements with skateboarder Paul Rodriguez and NASCAR driver Chase Elliott.
“Thrill One gives us access to the largest action sports audience”, A SHOC co-founder and president Scot De Lorme said in a statement. “I couldn’t imagine a more ideal partner as we both capture this exciting evolution of sport and energy. We hope to inspire a new generation of energy consumers to embrace healthy, active lifestyles.
Energy drink sales plummeted at the start of the COVID-19 pandemic, but the past two years have also seen an explosion of new market entrants. Brands like Bang, Celsius and C4 are eager to challenge category leaders Red Bull and Monster, who have both discovered that the fastest way through young people’s hands is often through their eyeballs.